is that he thinks he's going to be seen as some broadcasting free thinker and pioneer, and everyone else sees him as that bloke off the cookery show doing an online project because, by his own words, Murdoch wasn't about to offer him a stake in Sky Sports.

'First, it’s clear that being Tim Lovejoy requires a very special blend of arrogance and ignorance. When he’s not listing his media achievements with a breathtaking lack of guile, he’s sneering at those “sad” enough to take an interest in football history, revealing his utter cluelessness about life outside the Premier League (in a section called “Know Your Silverware”, he refers to “League Three”) and making sundry gaffes, major and minor. He names Johan Cruyff as his all-time favourite player, then admits he’s only seen that five-second World Cup clip of the Cruyff turn. Grumbling about footballers’ musical tastes, he complains that “all you’ll hear blasting out of the team dressing room is R&B, rather than what the rest of the country is listening to” – by which he means indie bands. Everywhere there are jaw-dropping illustrations of insularity, self-­satisfaction and a startlingly small mind.'

Lovejoy is the epitome of the Johnny Come Lately football fan and the biggest wanker in the media, so it's great to see him dismantled like this. Didn't he used to support Watford?